Crowds are still vitally important in the stand-apart ads’ thesis on identity, but now a given ad’s crowd, far from being more appealing, secure, and alive than the individual, functions as a mass of identical featureless eyes. The crowd is now, paradoxically, both (1) the “herd” in contrast to which the viewer’s distinctive identity is to be defined and (2) the witnesses whose sight alone can confer distinctive identity.
